Project Overview
Kyūsui Matcha is a premium matcha brand dedicated to bringing the pure essence of Japanese green tea culture to health-conscious consumers. Our goal was to create a bold and distinctive packaging design that not only stands out on the shelf but also helps everyone understand from the first go itself what the product is all about. We went for a very simple and bold style of packaging design so that it can appeal to everyone.
With a target audience of millennials and Gen Z who are highly visual and socially connected, the packaging had to be visually appealing and Instagram-worthy to encourage social media sharing and engagement. That is why we discarded all illustrations in this packaging design. We instead went for a minimal and luxury design style so that anyone whether familiar with Matcha Tea culture or not is able to understand what the brand is all about.
Design Style
We went for style that explains even a non matcha drinker what the brand is all about. The packaging is simple and to the point. We removed any unnecessary elements and kept only relevant information. The choice of colour palette is made to represent luxury and also the colours of the Matcha Tea Powder so people can psychologically relate to Matcha too. Also adding the words " Matcha " everywhere so anyone can understand what the brand is about from every single angle.
